ارائه و آزمون مدلی در زمینه برندسازی پوشاک ورزشی با رویکرد آمیخته

میرجلیلی, مرجان; حاجی انزهائی, زهرا; زارعی, علی; اشرف گنجوی, فریده

ارائه و آزمون مدلی در زمینه برندسازی پوشاک ورزشی با رویکرد آمیخته

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ گروه تربیت بدنی و علوم ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران

² گروه تربیت بدنی و علوم ورزشی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.

چکیده

یکی از چالش‌های اصلی ضعف در برندسازی و بازاریابی می‌باشد. چراکه هیچ سرمایه‌ای بیش از یک نام قدرتمند، کارآمد نیست. در این تحقیق ابتدا شاخصهای مقالات متعدد با محوریت برندسازی در مراجع معتبر مورد ﺑﺮرﺳﯽﮔﺮﻓﺘﻪ و سپس از طریق مصاحبه‌های نیمه ساختار یافته از خبرگان، استخراج شاخص‌ها تکمیل گردید. سپس، از روش دلفی‌فازی به منظور بررسی تناسب شاخص‌های مستخرج شده با شرایط بومی و از ارائه پرسشنامه به خبرگان جهت تعیین شاخص‌های متناسب استفاده شده است. در نهایت با استفاده از روش داده بنیاد، مدل پارادایمی برای برندسازی محصولات ورزشی ارائه گردید که این مدل به کمک روش مدلسازی معادلات ساختاری و با رویکرد PLS مورد ارزیابی قرار گرفته است. تحلیل داده‌ها نشان داد مدل نهایی از مجموع مقوله محوری، علّی، مداخله‌گر، راهبردها و پیامدهای حاصل از برندسازی تشکیل شده است. بخش پدیده محوری به شاخص‌های (تصویر ذهنی برند برای مشتری، شخصیت برند، هویت برند)، عوامل مداخله‌گر به شاخص‌های (ارتباطات یکپارچه بازاریابی، حمایت مدیران)، عوامل علّی و اثرگذار به شاخص‌های (کیفیت محصولات و خدمات، اعتمادسازی در مشتریان)، شرایط زمینه ای به شاخص‌های (تغییر و تحولات محیطی، بافت فرهنگی)، راهبردها به شاخص‌های (کسب مزیت رقابتی، ارتقا ارزش ویژه برند، ایجاد تداعی مثبت برای برند) و پیامدها به شاخص‌های (ایجاد وفاداری به برند، درگیری عاطفی و احساسی مشتری) طبقه بندی شدند. در این پژوهش به مفاهیم متعددی در حوزه برندسازی محصولات ورزشی دست یافته شد، که توجه به آنها تحقق هدف نهایی برند سازی را موجب می شود. نتایج نشان داده که ساختار و تمامی روابط مدل پیشنهادی مورد تایید است.

کلیدواژه‌ها

20.1001.1.21517162.1400.10.3.5.4

موضوعات

پوشاک

عنوان مقاله [English]

Present and Test a Model in the Field of Branding Sports Products with a Mixed Approach

نویسندگان [English]

Zahra Haji Anzhaei ²
Ali Zarei ²
Farideh Ashraf Ganjouei ²

¹ Department of Physical Education and Sports Sciences, Tehran Central Branch, Islamic Azad University, Tehran, Iran

² Department of Physical Education and Sports Sciences, Tehran Central Branch, Islamic Azad University, Tehran, Iran

چکیده [English]

Despite the high capacity of sport products market and the considerable productive potential in Iran, activists have not achieved much success in this field. One of the main challenges of this industry is the weakness in branding and marketing products because there is no capital more efficient than a powerful name. In the first phase of this research, the indexes of several articles focusing on branding were obtained in authentic sources, and then the index extraction was completed through semi-structured interviews with branding and sports products experts. In the second phase, in order to investigate the appropriateness of the extracted indicators with the local conditions of the country and the field of Iranian sports brands, The Fuzzy Delphi method was used and a questionnaire was given to academic and industry experts to determine that the indicators are appropriate to the field. In the third phase, using the data-based method, a paradigm model for branding sports products was developed. This model has been evaluated by the structural equation modeling method with PLS approach. The data analysis revealed that the final model comprised a set of phenomenon-based indicators, intervening factors in branding, causal and influential factors, contextual factors, strategies and the consequences. In this study, several categories were achieved in the branding of sports products field, to which paying attention will culminate in the ultimate goal of branding.

کلیدواژه‌ها [English]

Content Analysis
Branding
Data Theory
Sports Products
Mixed Approach

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